Borba Case Study

Developing Edible Beauty Products in The Growing Nutraceutical Market

Publication Date	August 2008
Publisher	Datamonitor
Product Type	Report
Pages	12
ISBN Number	not applicable
Product Code	DAT13157

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£160.00
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Summary

Introduction

This report on Borba forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on the US skincare company Borba, and how it has developed a range of oral beauty products that capitalize on the functional trend with a beauty from within proposition.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- Sales Of Nutraceuticals Are Growing Globally
- While The Majority Of Functional Foods Are Designed To Improve Internal Functions Such As Heart Health, An Increasing Number Of Products Are Being Launched That Claim To Improve The Condition Of The Skin
- Borba's Line Of Beauty From Within Products Has Grown Quickly In A Short Space Of Time, But It Has Its Critics
- Borba's Sales Are Growing, With Consumers Seemingly Identifying With The Benefit Of Simplified Beauty Regimes
- The Company Justifies The High Price Of Its Products With On-Pack Health Claims, Stylish Packaging And Distribution In High-End Stores
- However, Some Skincare Professionals Are Skeptical That The Company's Products Actually Work
- Borba Has Developed A Number Of Novel Edible Beauty Products In Recent Years But Now Focuses On Functional Waters And Sugar Confectionery
- Borba Markets A Range Of Functional Waters And Beverage Mixes To Suit Different Skin Conditions
- The Company's Four Beverage Varieties Are Marketed For Their Versatility
- Soft Drinks Are The Most Popular Form Of Functional Product In The Us, Which The Company Can Capitalize On
- The Company Aims To Grow Sales Of The Water Line Through A Distribution Deal With Anheuser Busch
- Borba's Water Line Was Repackaged To Coincide With The Anheuser Deal
- Borba Gummi Bears Capitalize On Consumers' Busy Lives With Their Easy To Eat Functionality
- Confectionery Types Of Functional Foods Are Growing In Popularity Due To Their Fun And Convenient Formats
- Borba Gummi Bears Are Designed To Combat Aging With Antioxidant Ingredients, Presented In An On-The-Go Format
- Experts Have Commented That The Vitamin Content Og Gummi Bears Is Too Low To Be Effective
- Product Partnerships Are Key To The Company's Growth Strategy
- Borba Has Won Partnership Deals Through Cold Calling And Being Persistent
- A Deal With Qvc Aims To Expand The Borba Brand On Tv Shopping Channels
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
List Of Tables
- Table 1: Functional Food And Drinks Market Value (Us$ Millions), By Region, 2002-2012
- Table 2: Us Functional Food And Drink Market Value (Us$ Millions), By Claimed Health Benefit, 2002-2012
- Table 3: Us Functional Food And Drink Market Value (Us$ Millions), By Product Category, 2002-2012
List Of Figures
- Figure 1: Japan Has Been An Innovator Of Functional Food And Drinks
- Figure 2: Borba's Functional Beauty Food And Drinks Include Skin Balance Water, Aqua-Less Crystalline Mixes, And Gummi Bear Boosters
- Figure 3: Old And New Borba Drinks Packaging